The Romanian book market, very small compared to the region

On the other hand, the Romanian market prints an average 8,000 books annually, compared to 80,000 in Germany. On average, a Romanian buys one book a year, compared to some 8-10 books per capita annually in other countries.

Statistics indicate that the Romanian book market is very small compared to neighboring countries, but its growth potential is very high. The crisis has slowed the growth pace, but market estimates are pretty optimistic.

Books are promoted mainly by way of below-the-line advertising (BTL) and public relations, as the budgets are not generous enough to allow for more ample campaigns on traditional supports.

According to data provided by the Union of Publishers in Romania, book sales dropped 30 percent due to the crisis, and publishing houses have laid off 10-20 percent of their staff. The Romanian book market was valued at €100 million in 2008 which, according to specialists, will either stagnate in 2009 according to the most optimistic scenario, or will decline by 20-25 percent.

“In Romania, the production of books rises significantly year-on-year, in a slight imbalance with the evolution of the number of buyers. And in order to increase the number of readers the promotion methods of publishing houses are insufficient, and the state should be seriously involved, with campaigns to encourage reading or any other type of initiatives that would lead to an increase in the number of readers,” said Oana Boca, Promotion Manager of the Polirom publishing house, which has a 12 percent market share.